Guidelines for CPG Packaging Design

Though we say, “don’t judge a book by its cover,” the CPG packaging design of a product often influences our purchase decisions. When goods are packed, a buyer can’t see the product. Thus, they see the quality through the packaging. According to an online research survey conducted by IPSOS, 72% of American consumers responded, saying that the design of a product’s packaging impacts their buying decisions

Let’s accept the fact that humans are visual creatures. Walking down the supermarket aisle, we only buy products that catch the eye. However, there is a significant transition in how goods are packaged. The package has to sit on store shelves and in the warehouses where it has to be picked by eCommerce giants to meet the gamut needs of the online consumer. In that case, the packaging has to meet two criteria:

  • Stand out from the crowd.
    • Strong enough to meet the demands of the eCommerce channel

Caption – Kettle Brand Chips has switched to a three-film packaging design, resulting in a 43% reduction in plastic use.

What are CPG Products?

CPG stands for consumer packaged goods. It includes products a customer uses daily and restocks frequently. CPG products are also referred to as fast-moving consumer goods (FMCG). Since they have high consumer demand, they also sell quickly from the shelves. Examples of consumer packaged goods include food and beverage, toiletries, over-the-counter drugs, cleaning products and other consumables.  

Caption – The iconic stackable chips brand has used the resealable container made from paperboard tubes for years. The familiar branding makes it easy for customers to find it on supermarket shelves. 

Importance of Packaging Design for CPG Products

Always remember packaging design for CPG is as crucial as the product itself. 

A customer’s first interaction with a product is through its packaging. Besides protecting the product and contributing to its shelf-life, product packaging is also considered an essential tool for marketing and brand building. 

Here are a few more reasons why CPG packaging design is essential:

  • Product Protection: Protection is the foremost purpose of packaging. FMCG products are fragile, and thus they need to be transported carefully. The packaging must protect the product from any damage caused by exposure to sun, dust, contaminants and temperature changes. Flimsy packaging will render the product useless. 
  • To Provide Nutritional Information: Another important function of custom product packaging is communicating information. Besides eye-catching design, consumers also make their purchase decision based on what they read. We live in an age where consumers are more health-conscious and mindful than ever. They want to know about nutritional information, storage instructions, sustainable packaging certifications, etc. 
  • Aesthetics: In today’s day and age, there is a supermarket on every street, and in every supermarket, countless products are screaming for attention. Packaging plays an integral role in making a product stand out. It not just establishes a brand identity but also enhances the aesthetic value of a product. If a package is dented or deformed, customers will refuse to buy it. With custom product packaging, you can make a good impression on customers. 

Tips to Increase Sales of CPG Products

Post-COVID, there has been a significant shift in the way consumers purchase CPG products. When they buy products they use and need the most, they’re often guided by habits, feelings and motivations. As a marketer, if you’re looking to enhance sales of CPG products, here are a few things you should be doing:

  • Invest in great packaging: Believe it or not, great packaging can vastly increase your sales. As a brand, when you’re looking to perfect your packaging, you should consider your brand identity and ethos, include relevant colours, and ensure it adheres to industry standards. You can even invest in custom retail boxes to enhance the product’s brand value. With competition growing each day, this has become even more important. 
  • Offer free product samples: Another way to increase product sales is by offering free trials or samples with every product. The word “free” is enough to excite a customer. You can offer product samples in small sachets. If consumers like the product, you can even ask for their feedback on social media. Brand loyalty increases when you give your potential customers a chance to try out your product. 
  • Focus on social responsibility: Consumers who purchase products today consider the environment. They’re keen to know your brand’s steps toward the planet. Therefore, sustainability should be a key element in your CPG packaging design. Prioritizing sustainability can enhance the retail success of your brand. Opt for materials that have a minimal impact on the planet. Reusable and recyclable are two things you should focus on. 

Examples of a Few Amazing Brands 

There are certain brands which hit-out-of-the-pack with their CPG packaging. Some of the popular ones include:

  • Kellogg’s 

Kellogg’s is a food manufacturing company specializing in cereal and convenience foods. Their packaging is interactive and colourful and ensures the product’s safety, freshness and taste. They have the smallest packaging footprint among peer food companies. They’re aiming at achieving 100% sustainable packaging by 2025. 

  • Kraft Foods

Kraft Foods is a leading American grocery manufacturing company. They specialize in cheese, snacks and dairy foods. Their packaging design is simple yet so impactful. It includes the blue and yellow equity colours, making one recognize the brand from a distance. As a brand, they are constantly finding ways to increase the recyclability of the packaging for its products.

CPG packaging design is more important than you think. To enhance brand loyalty and increase sales, you should rethink your packaging. 

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